Tairāwhiti (Gisborne) has a population of approximately 46,000 comprising 22,000 Māori and 24,000 non-Māori. Sixty percent are under 25 years of age. Māori in the region have suffered a range of alcohol-related harms that include drink driving (particularly among Māori males); injury and death from alcohol-related motor vehicle crashes; unplanned pregnancy; family violence and crime.

Discussion within the community identified the need for a resource that outlined the consequences of drink driving, its impact on an individual, their family and the wider community. The decision was made to produce a video showing the consequences of drink driving in a true-life story.

The project aimed to provide young people with a suitable resource that would contribute to a reduction in the frequency and severity of injuries and deaths to Māori, particularly in the area of alcohol-related road crashes.

The initiative was funded by ACC and involved collaboration between a number of organisations and individuals including Police, Fire Service,  Emergency services (hospital, helicopter rescue, St John Ambulance), Community Injury Prevention, professional advisors, sports and recreation clubs, young people and community groups.

The collaboration of so many groups and the creative skills of those involved, ensured the project’s success despite its small budget. By developing it at a local level it also allowed many who had no prior experience or training in video production to contribute and learn skills along the way.

The Treaty of Waitangi formed the foundation of how the project operated. Traditional values were adhered to and consultation was undertaken to ensure appropriateness of the resource for the target audience (Māori males). Participation and decision-making by this group was encouraged throughout the project.

The video has been distributed locally through the video store and health providers and has been adopted by ACC for national distribution.